• Dr. SUJESH.C.P
• SWATHI MOHANAN.P.K

The world of marketing has been witnessed a tremendous change in the past few years. The most important of them is the introduction of digital marketing. There are various tools or techniques available in the field of digital marketing which help the marketers to reach the target consumers. The interesting fact is that the most of the consumers, especially the young consumers have sufficient knowledge about the marketing strategies that they are subjected to. So, the companies need to face those well educational or rational consumers in order to succeed the competition in the market. This study intends to analyse the awareness level of young consumers towards various digital marketing tools which are currently in practice. It also analyses how the different perceptions of the consumers affecting their awareness level of each digital marketing tools. The perception of effectiveness and perception of risk about each digital marketing tools are taken into consideration. The study finds that the perceptions have a great role in influencing the basic awareness of each digital marketing tool and it is very significant also. Difference in the family income of the young consumers brings a change in their awareness level towards digital marketing tools whereas the gender and educational qualification of the respondents have no role in this regard.

Awareness, Consumer, Digital, Marketing and Tools

"Digital Marketing Tools: An Analysis of Awareness Level of Young Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 3, page no.2807-2817, March-2021, Available :http://www.jetir.org/papers/JETIR2103357.pdf

"Digital Marketing Tools: An Analysis of Awareness Level of Young Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 3, page no. pp2807-2817, March-2021, Available at : http://www.jetir.org/papers/JETIR2103357.pdf